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The supermarket is looking for “Asda mums” to keep online diaries and share what they think about the election and the issues that matter most to them and their families, to compare to what politicians are saying.

In a blog post on the Your Asda page, the supermarket says: “We’re not interested in the party politics of the election and we won’t take sides. What we’re interested in is what’s happening in Asda mums’ lives and how well the politicians are engaging with real people throughout the campaign.”

The supermarket will also be hosting online Q&A sessions with politicians from the Conservative, Labour and Liberal Democrat parties in the lead-up to the general election.

Jane Cunningham, co-founder of Pretty Little Head, an agency that specialises in marketing to women, says: “It’s an interesting way to engage women beyond the maternal or provider role. It recognises that women are an important part of the electorate and puts Asda in a facilitating role between the women that shop in its stores and the people that run the country, although it’s not just about the election, it’s about a way of marketing to and understanding women.”

The marketing team has worked closely with the players, including captain Eoin Morgan, to create a campaign that aims to highlight the diverse nature of the team and build excitement among young cricket fans ahead of the first World Cup in England for 20 years.

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